Dancers (above) in the Koresh Dance Company performed at the
Columbia Theatre last February.
Joe Cotler and Melissa Rector demonstrated a pain and pleasure
relationship in the scene “Kiss” to the music of Hugues Le Bars.   
The Lions Roar / Megan Ferrando

Along with the economic downturn and relentless budget cuts of recent years came a reduction in staff for the Columbia Theatre and tightened purse strings for the Hammond community.

Roy Blackwood, executive director of the Columbia Theatre, made the decision this fall to reduce prices an average of 45 percent per ticket in hopes of increasing sales and furthering cultural art accessibility in Hammond.

“I figured out how to lower the prices. A big component of this is higher ticket sales, selling more tickets at a lower ticket price,” said Blackwood. “I have been able to attract more sponsors this year, which really helps this process. It’s part of this whole plan to attract people to the theater at a price they can afford. I’m banking on the community seeing this and saying, ‘This is an opportunity; let’s take advantage of this and come to the theater.’” 

With fewer resources and staff members, Blackwood decided to utilize the research skills of a senior-level Southeastern marketing class instructed by Michael Budden, to improve the theater’s publicity strategies. 

The class split up, developed a questionnaire, gathered results and generated five group reports from college student participants. Their consensus centered on the need for cheaper tickets and a modernized website, which had already been underway at the time. 

“If theater is perceived as a discretionary part and money is short, then they will choose to curtail utilizing places like Columbia, including movie theaters and restaurants,” said Blackwood. “Students in general thought the tickets were too high.”

In addition to Blackwood and other university officials, the marketing students shared their findings with university President John L. Crain.

“Having attended some of the student presentations of their marketing research for the Columbia Theatre, I was impressed by many of the recommended strategies,” said Crain. “Accordingly, I certainly think broadening the appeal of the Columbia is a worthwhile goal, and making ticket prices affordable to more people should help its achievement.”

While students with an interest in the performing arts are excited about the inexpensive tickets, the lowered prices may not be enough to entice those uninterested to give theater a try. 

“Having a lower ticket price would encourage me to attend a performance I was already interested in, but it would not increase my interest in seeing a performance I did not originally plan to attend,” said Jennifer Jarreau, a graduate student studying business administration.

After discussing possible causes for slackened attendance, Blackwood felt the issue was not apathy, but lack of time, money or past exposure to the performing arts. 

“It’s a matter of personal life choices and where you want to spend your budget,” said Blackwood. “I want to make sure people can get in if they have an interest in coming here.” 

Some students expressed an appreciation for the theater’s efforts to further accessibility to the performing arts in Hammond.

“I think willingness to decrease profit in order to increase attendance shows a true interest in reaching as many people with your art instead of just racking up sales,” said James LeJeune, who earned a Bachelor of Arts in General Studies with a theater concentration last spring. 

Blackwood spoke with the same senior marketing students who progressed to graduate school. 

“They wanted to know what I had incorporated,” said Blackwood. “[The incorporated strategies] really validated their research. We’ll see this year with marketing how the response is. I’m very optimistic.” 

For more information on upcoming shows, visit the theater’s website at columbiatheatre.org or call 985-543-4366.

The Victory Belles (left) came to Columbia in November 2013. (From left to right)
Victory Belles Meggie George, Christina Perez and Hannah Rachal sing
“Chattanooga Choo Choo” during their performance.  
The trio performed other American classics like “Boogie Woogie Bugle Boy”
and “As Time Goes By.” 
The Lions Roar / File Photo